164 GUIDELINES FOR ADOLESCENT NUTRITION SERVICES
Media Literacy Youth also need to be aware of the power of the media and learn how to view media with a critical eye. Media literacy skills can be taught to young children and can continue to help youth make their way through the life-long sea of media they will encounter. Once young people learn about overt media tactics, they are empowered and can experience media in a different way. Table 7 lists some of the multitude of media techniques commonly used. Discuss these techniques with youth and teach them to recognize how companies use these techniques as they experience media, particularly as it relates to body image and self-esteem. Encourage them to share their new knowledge with their peers and parents.
Media Tricks:
TABLE 7 Media Tricks and Techniques
• Computer retouching of photographs of models in magazines and catalogs
• Special lighting positions to highlight certain areas of the body and block out others
• Replacement( in ads, movies, videos and television) of one person’ s body part with another person’ s more flattering or desirable body part
Media Techniques:
• Symbols( pictures or characters associated with products)
•“ Scientific evidence”( using scientific sounding language or a using a health professional( certified or not) to present product information)
• Exaggeration( using hype to make a product sound fabulous)
• Humor( make people laugh, either related to product or not)
• Name-calling( speaking poorly of another product or using comparisons)
• Flattery( either flattering the potential user of the product or characters flattering each other)
• Bribery( particularly common in food advertisements)
• Using groups to sell product( especially with young people, form of peer pressure)
• Repetition( again and again and again and again and …)
• Simple solutions( the idea that this product will solve your problems, popular with youth oriented ads)
• Age group specific target markets( specific ads are targeted to specific age groups)
Source: Adapted from Bob Gannon, Executive Director, New Mexico Media Literacy Project http:// www. nmmlp. org
Once young people understand how media tries to target them, they can more carefully decipher the advertisements they see and take a stand against the negative effects media may have on their body image. Media literacy training groups can provide useful training to youth and the professionals who work with them. Clear, concise information for use when educating youth about media and its effects is available on the web and in print.
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